Maggi imc campaign

IMC – TRIMISTER 4

ABHISHEK PANHARSH PATELSNEHI JAINSURYA CHAUHAN

Introduction

Maggi is first introduced in 1872 in Switzerland by JULIUS MAGGI.

Later, it is owned by

NESTLE company in

1947.

Market Share

• Maggi accounted for around 25% of Nestle India’s revenue and 20% of its operating profits.

• Maggi had around 70% market in 5000cr instant noodles market in India.

• ITC Foods' Sunfeast Yippee has garnered 18-20% of the market.

• Hindustan Unilever, which markets Knorr soupy noodles, holds the balance share with other brands like Chings.

Physique Personality

Relationship Culture

Reflection Self-Image

Constructed Source

Constructed Receiver

Well Packaged

Food, Yellow &

Red

Traditional, Familiar

Affection, Trust,

Quality

Familial Affection,

Love

High on Family Value,

Trustworthy, 2

Minutes!

Fast, Tasty,

Convenient,

Trustworthy

EXTERNALISATION

INTERNALISATION

SEGMENTPeople looking for

a healthy snack when hungry

TARGET GROUPYoung people and

children from upper and middle

class

POSITIONINGTasty and healthy

snack which can be prepared in 2

minutes

Maggi in Trouble:

VK Pandey, an officer with UP's Food Safety and Drug

Administration ended up doing what several deep pocketed global

multinationals couldn't do.With this initiation, Several state governments have banned Maggi

in their states. List consists of AP, Telangana,

Kerala, UP, Tamilnadu, Karnataka,Gujarat and many

other.

Several malls, larger retailer chains have shelved off the Maggi.

Cause of the Problem

Maggi is blamed to have Ignored the food council’s permissible quantity of ingredients.

Found Excessive quantity of Lead(7 times more) beyond the permissible limit

Presence of MSG( Mono Sodium Glutamate)

ImplicationsFDA officials seized more than 2 lakh packets of various

quantities of Maggi Noodles

Maggi noodles worth Rs 210 crore withdrawn from the market and another 110 crore of stock remaining in factories and distribution centers

Consumer Confidence has slumped

Nestle India reported a net loss of Rs 64.40 crore for the second quarter ended June 30, 2015, — its first quarterly loss in at least 17 years.

Competitors are Happy…..

Solution

An IMC Plan!Objectives of the Plan• Bring back the lost trust of customers and

revive Maggi’s Brand Image • Retaining existing customersNew positioning • Safer, Healthier and Lead Free • Highlighting the brand’s survival for large

number of years

IMC Tools• Internet ,Social Media and Interactive Marketing Facebook and Twitter “I Miss Maggi”• Out of Home MediaBillboards and Hoarding of Maggi being safe• Print Media • Point of Purchase Posters• Word of Mouth • EventsUse college campuses to put up kiosksActivations (I miss Maggi,Giving a second chance)• Product Placement• Sales Promotion

PR Campaigns"Compare Maggi issue with larger issues plaguing the country”

Maggi is banned as it contains lead but sale of tobacco, still continues as if it contains proteins, minerals and vitamins"

Will Give Probable Theories for People to chew on

• Lead gets ingested in our systems from many other sources than Maggi.

• Does India have proper testing facilities?

Exported Noodles found safe in Singapore,UK and Canada

Campaign Roll-OutThere are two parts to our campaign rollout-• First being to rise the intensity of emotional attachment that consumers has with brand Maggi in past.• Recapturing the lost trust on the brand .Therefore we would have two themes of campaign to address these two problems.

THEME 1

(RAISING THE INTENSITY OF EMOTIONAL ATTACHMENT)

Zindagi ke har saaz se judi Maggi

Why?

Still two type of people have been observed on social media one expressing their attachment towards

Maggi, therefore to reinforce this behavior we are launching this video ad.

Video ad

Social Media Strategy Twitteratis flooded the micro blogging site with anguish over food safety norms violation by Maggi and no less anger seen

on Facebook.

How Maggi responded & Mistakes•Shared documents that bear the results of extensive

documenting, but majority of people access social media through mobiles and do not prefer to read long text files on it•Automated responses are being generated which act as good mechanism at time of normal business period, but at time of

crises can enhance negativity.

Social Media Strategy

How we plan to handle•Consumers prefer personal involvement at the time of crisis, therefore a specialized good sized team that can give personalized satisfactory messages till the time of

revival of brand, not automated messages as seen in the past.

•No long text documents as seen as part social media strategy but to have pure conversations one to one so as

to take the whole scenario in positive direction, as till now on Twitter 5 M impressions have been created but

generally all negative.

Twitter Promotions

Facebook Promotions

THEME 2

(REBUILDING THE TRUST)

Maggi & Aamir

This ad will leverage the brand of Aamir to get trust again in Maggi. In this ad Aamir will visit Maggi production center and will show the new quality check procedures and equipments that measure the level of MSG at micro levels and also share his personal bond with Maggi lastly while getting out he is shown as eating Maggi.

Why Aamir Khan•When it comes to trust and reliability of any celebrity two names quickly click on our mind i.e. Amitabh Bachhan and Aamir Khan•But we prefer Aamir khan, as Amitabh Bachhan has already endorsed brand in past and we need a new face for brand Maggi.•Additionally Aamir Khan had a huge impact while recovery of Coke as it was found that Coke had high amount of pesticides in it.

HUMARE GOLA ME TO SAB YEHI KHATIEN HE

TRUSTED BY EVERYONE

TEST YOUR MAGGI

Mobile Vans Of Maggi Where Customers Can Test Their Maggi Packets Live With Mobile Equipmens Ts

Information On Food, Nutrition And Safe Levels Of Lead In Food

Any Random Sample Of Maggi Will Be Tested .

Free Samples Distributed To Customers.

WHERE DO YOU WANT TO HAVE IT ?